322.7 million smartphones shipped globally in Q3: IDC
AI-enabled and affordable devices spur demand.
Global smartphone shipments increased by 2.6% year over year (YoY) to 322.7 million units in the third quarter of 2025, fuelled by premium smartphone demand, increased appeal of devices, and affordable artificial intelligence (AI)-enabled smartphones.
Smartphone brands have enticed customers to upgrade to the latest models with innovative products and aggressive financing and trade-in programmes, said Nabila Popal, senior research director for Worldwide Client Devices at the International Data Corporation (IDC).
“They have flawlessly combined cutting-edge devices with innovative financing models and aggressive trade-in programmes that make the upgrading decision a ‘no brainer’ for consumers," the IDC said in its Worldwide Quarterly Mobile Phone Tracker report.
Apple saw its best results the July quarter, whilst Samsung achieved its strongest growth on record, said Francisco Jeronimo, vice president for client devices at IDC.
Preorders for Apple’s new iPhone 17 surpassed those of the previous generation, whilst Samsung’s Galaxy Z Fold 7 and Galaxy Z Flip 7 outperformed earlier foldable models, the executive said.
The top five companies with the most global shipments of units in Q32025 are Samsung with 61.4 million, Apple with 58.6 million, Xiaomi with 43.5 million, Transsion with 29.2 million, and vivo with 28.8 million units.
IDC expects that market momentum will continue through the final quarter of the year as AI-enabled products and pricing promotions continue to be popular.
